John Giordani

Art Director, Graphic Designer, Illustrator, Writer

Imagining America: Icons of 20th Century American Art

As a creative director at Funny Garbage design studio in New York City, I was given the opportunity to design a book based on the PBS documentary Imagining America: Icons of Twentieth-Century American Art for Yale University Press. The documentary had a pre-existing title design which served as a default brand I reinterpreted for the book. One of those retro-fitted branding conceits was to include angles from the closely cropped five-point star of the original documentary's opening title in the underlying grid of the book layout. The idea for the cover came to me rather quickly after watching the documentary. Working with video stills set in a filmstrip-like sequence helped convey the immediacy of the video medium and sometimes created curious juxtapositions. A unique aspect of this particular project—working closely with the rights and permissions department of the publisher helping to secure publishing rights by furnishing preliminary layouts to reassure rights-holders.